X tightens advertising policies, limits emoji usage

The move aims to raise creative standards and ensure consistent user experience across the platform

by e4m Staff
Published: Jul 23, 2025 12:24 PM | 2 min read

X (formerly Twitter) has implemented stricter advertising guidelines in a bid to improve creative quality and ensure a consistent user experience across its platform. All paid promotional and monetisation content on X must now adhere to the revised rules, as outlined in a newly published policy document.

Emojis are now only allowed one per ad, with the exception of ads that are solely aimed at Japan or Korea. This major change is a part of a larger attempt to maintain editorial standards. The company also prohibits the use of hashtags, excessive punctuation, and grammar mistakes in ad content.

The new regulations require that every element of an advertisement, including calls to action, creatives, text, and images, match the brand or product being advertised. Content that is misleading or irrelevant is severely discouraged. Additionally, X has taken a tough stance on low-quality media, calling aggressive visual effects and badly cropped images "gimmicks" that degrade the user experience.

These standards extend to landing pages as well. Advertisers must ensure that destination pages are functional, free from intrusive pop-ups, and directly relevant to the content being advertised. Pages that break security rules or are only there for advertising could be excluded.

Additionally, X has reaffirmed that advertisers bear full responsibility for all content they promote and are required to abide by advertising and consumer protection rules.

These policy modifications demonstrate X's dedication to transparent, excellent advertising that puts the user experience and relevance first.